Double Click's Slogans & Taglines

DoubleClick was a pioneering American company that developed and provided Internet ad serving services, fundamentally shaping the digital advertising landscape. Founded in 1996 by Kevin O'Connor and Dwight Merriman in New York, it began as Internet Advertising Network before being renamed DoubleClick after its acquisition by Poppe-Tyson. The company's flagship product, DART (Dynamic Advertising Reporting and Targeting), revolutionised how advertisers served, tracked, and optimised display campaigns across the web. By 1998, DoubleClick had gone public on NASDAQ, and its client roster included Fortune 500 giants such as Microsoft, Coca-Cola, Apple, and Nike. In 2005, private equity firms Hellman & Friedman and JMI Equity acquired it for $1.1 billion, setting the stage for one of the most consequential deals in tech history. In 2007, Google won a fierce bidding war against Microsoft and Yahoo to acquire DoubleClick for $3.1 billion in cash, instantly transforming the search giant into a dominant force in display advertising. The brand was officially retired in 2018 when its technology was fully integrated into Google Marketing Platform and Google Ad Manager, yet its innovations in cookie-based targeting, programmatic advertising, and real-time bidding remain the backbone of today's digital ad ecosystem.